The structure of this book is largely based on the different research questions described in Section 1.3.Chapter 2 reviews the theoretical developments of discourse coherence，and the studies on print multimodal discourses，especially those on intersemiotic relations.Chapter 3 introduces the research design of this book，including the proposal of the analytical framework，the collection of the English learning advertisements，the genre analysis of them and the research methodology.The analytical framework of analyzing coherence construction in complex multimodal discourses is proposed on the basis of existing theoretical insights from coherence studies on purely linguistic texts and features of multimodal discourses.The analytical framework of discourse coherence consists of three levels：global coherence，local coherence and surface cohesion.This framework also assumes that coherence is partially something in the text and partially the reader's mental construction.Chapters 4，5 and 6 cover the research phase of semiotic analysis.Chapter 4 focuses on global coherence.It puts forward a working model of global coherence in the English learning advertisements as complex multimodal discourses.With this model，patterns of how global coherence is realized in the different stages of the English learning advertisements are analyzed and discussed.Chapter 5 deals with local coherence.The working definition and principle of local coherence in this book are put forward to guide the semiotic analysis of the local coherence in the English learning advertisements.The results of the analysis show that there are different patterns of local coherence across the various stages.In Chapter 6，the working framework of surface cohesion is proposed on the basis of three existing frameworks and a preliminary study of the materials at issue—the English learning advertisements.With the framework a textual analysis of the surface cohesive devices in the layout of these materials is conducted.Chapter 7 covers the research phase of empirical studies on reader's reaction when they read the English learning advertisements.Three empirical studies—an eye tracking experiment，a memory recognition test and an investigation on the reader's appreciation—are conducted on the English learning advertisements in order to discover the readers'mental processes involved in the comprehension process.The empirical studies are designed with reference to global coherence，local coherence and surface cohesion as three independent variables and the results are analyzed accordingly.Chapter 8 is the conclusion.It summarizes the general findings in the previous chapters and implications.Limitations of the book and suggestions for future research are also pointed out.